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Stereotypes in Communication Munich, 13th-16th March 2008. Introduction. Introduction. Definition. Greek origin: «stereos» and «t ypos » Characteristics, referring to certain groups of people Simplify and generalize Lighten the interaction with unknown people: self-fulfilling prophecy.
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Stereotypes in Communication Munich, 13th-16th March 2008
Definition • Greek origin: «stereos» and «typos» • Characteristics, referring to certain groups of people • Simplify and generalize • Lighten the interaction with unknown people: self-fulfilling prophecy
Communication Efficiency , Homogeneity of the products • Multitude of impressions (visual, audible) • Many products, everyone wants to convince the consumer • Decision in short time -> Stereotypes: avoid excessive demands
Communication Target group • Aim: reach as many consumers as possible -> Analysis of the target group: consumers are categorized
Communication Difficulties • Cliché, prejudice • Suitability to advantage of the product • Negative attitudes